Global Market Strategies

How to Turn Your Company into a Successful International Enterprise

Michael Neubert

Global Market Strategies

Michael Neubert

Distributed for Campus Verlag

200 pages | 40 halftones, 14 tables | 5 1/2 x 8 1/2 | © 2013
Paper $59.00 ISBN: 9783593399454 Published February 2014
Good international trade relations are a must for any modern enterprise, regardless of its size. But without a sound global market strategy, entry onto the international scene is risky and can at worst lead to a company’s demise. In this book, Michael Neubert, a renowned expert in global business strategy, outlines the principles that underlie a successful international venture: development of a custom-fit internationalization strategy; selection of foreign markets and structured market entry processes; design of market growth strategies; intercultural management and international corporate management; and the carrying out of market exits. Supplemented with case studies, the tools and solutions in Global Market Strategies provide international managers with the requisite know-how for success in all markets and industries.


1. Internationalization Strategies – Innovative Strategies for Successful and Flexible Exploitation of Global Change

            Preparing for Internationalization

            Core Elements of an Internationalization Strategy

            Developing a Flexible Global Organizational Structure

            Implementing Competitive Strategies

2. “company2newmarket” – Structured Market Entry Processes for Greater Success in New International Markets

            Market Entry Processes – Fundamentals and Tasks

            Step 1: Market Evaluation and Selection

            Step 2: Market Preparation

            Step 3: Market Entry

            Step 4: Market Development and Growth

            Carrying out Market Exits

3. Intercultural Management – More Efficient Management of Global Organizations with Intercultural Intelligence

            Some Facts about Culture

            Dimensions of National Cultures

            Differences between National Cultures

            Creating a Cultural Profile

            Dimensions of Organizational Cultures

            Intercultural Management and the Role of the Global Manager

Conclusion: Success Factors for Global Organizations

Appendix: From Local EU Sales Markets to Global Growth Markets


Bibliography and Further Reading


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